Blab AI
Michael Kassan, Founder of 3C Ventures, Discusses AIs Role in Media and Marketing at Cannes Lions
In a candid conversation with the New York Post, Michael Kassan, the visionary behind 3C Ventures, unpacked how AI is reshaping media, marketing, and advertising during the 2026 Cannes Lions festival.
Cannes, once a modest awards gathering, has become a global hub where creatives, marketers, media brands and technology leaders converge. Kassan, a regular attendee for 26 years, noted that the event now serves as a crucible for ideas that ripple across the industry.
He explained that 3C Ventures was launched in 2024 to fill gaps he observed in a rapidly changing landscape. "Leadership teams have always dealt with complexity. What feels different today is the pace of change and the degree of interconnectedness across the business, much of it accelerated by AI," Kassan said. The firm blends consulting, convening and co‑investing, focusing on implementation rather than merely strategy.
Clients come to 3C with a single, pressing question: "What should we do now?" The answers span from rethinking agency models to building AI plans that integrate with core business functions, evaluating media partners, sharpening go‑to‑market strategies, redesigning marketing organizations, and deciding where a brand should appear in culture.
When discussing partnership strategy, Kassan emphasized the need for clear demand, strong leadership, and a business that matters. "We look for opportunities where the need is clear, the leadership is strong, and the business has a reason to matter," he said. The firm seeks collaborators that sit at the intersection of technology and human behavior.
He highlighted several sectors that appear most promising: businesses close to attention, commerce, identity and culture. He singled out commerce media, sports, creator‑led enterprises, modern measurement, identity infrastructure, AI‑enabled workflows, and data‑driven decision‑making tools as arenas where clear solutions are required.
At Cannes, 3C Ventures amplified its presence through PLAGE 3CV, a seaside venue that blends hospitality, networking and thought leadership. The week’s programming, called CONVENE at PLAGE 3CV, covered culture, commerce, creators, fandom, sports, AI and the evolving relationship between brands and consumers. Highlights included an executive dinner with Disney, an after‑dark celebration with Condé Nast and Capital One, and a DJ set by Questlove.
When asked which issues dominate the Cannes agenda, Kassan said AI would take center stage. He added that commerce and retail media, sports, creators, measurement and the evolving agency model also command attention. "AI can make organizations faster, but speed only helps if the organization knows where it’s going," he noted. Many companies still operate with decision‑making structures and talent models built for a slower market, so the technology conversation is ahead of the operating‑model conversation.
Kassan reflected on the modern chief marketing officer’s role, describing it as one of the most complex C‑suite positions. "A good CMO is a translator who can speak to the CEO, CFO, CTO, creative teams and consumers, and who can ask better questions and build learning teams," he said.
On media consolidation, Kassan warned that successful acquisitions require more than cost savings. "A good acquisition needs a clear view of how the combined company will create more value for clients, customers, talent and shareholders," he said, emphasizing leadership alignment, cultural fit, a real integration plan and a focus on products, talent, data and strategy.
When asked how he would position a major TV network in a streaming‑heavy world, Kassan prioritized a stronger audience business. "Investing in franchises, live programming, sports, creators and formats that can move across streaming, social, live experiences and commerce is essential," he said.
Finally, Kassan outlined his view on launching a media or marketing company today. "The first priority is talent and a clear reason to exist. Technology matters, data matters, distribution matters, but great people make the critical choices about how those pieces come together," he concluded.
Published on June 24, 2026, the interview offers a snapshot of how a seasoned advisor sees AI reshaping media, marketing and advertising, and how 3C Ventures is positioning itself to help clients navigate the fast‑moving landscape.
Cannes, once a modest awards gathering, has become a global hub where creatives, marketers, media brands and technology leaders converge. Kassan, a regular attendee for 26 years, noted that the event now serves as a crucible for ideas that ripple across the industry.
He explained that 3C Ventures was launched in 2024 to fill gaps he observed in a rapidly changing landscape. "Leadership teams have always dealt with complexity. What feels different today is the pace of change and the degree of interconnectedness across the business, much of it accelerated by AI," Kassan said. The firm blends consulting, convening and co‑investing, focusing on implementation rather than merely strategy.
Clients come to 3C with a single, pressing question: "What should we do now?" The answers span from rethinking agency models to building AI plans that integrate with core business functions, evaluating media partners, sharpening go‑to‑market strategies, redesigning marketing organizations, and deciding where a brand should appear in culture.
When discussing partnership strategy, Kassan emphasized the need for clear demand, strong leadership, and a business that matters. "We look for opportunities where the need is clear, the leadership is strong, and the business has a reason to matter," he said. The firm seeks collaborators that sit at the intersection of technology and human behavior.
He highlighted several sectors that appear most promising: businesses close to attention, commerce, identity and culture. He singled out commerce media, sports, creator‑led enterprises, modern measurement, identity infrastructure, AI‑enabled workflows, and data‑driven decision‑making tools as arenas where clear solutions are required.
At Cannes, 3C Ventures amplified its presence through PLAGE 3CV, a seaside venue that blends hospitality, networking and thought leadership. The week’s programming, called CONVENE at PLAGE 3CV, covered culture, commerce, creators, fandom, sports, AI and the evolving relationship between brands and consumers. Highlights included an executive dinner with Disney, an after‑dark celebration with Condé Nast and Capital One, and a DJ set by Questlove.
When asked which issues dominate the Cannes agenda, Kassan said AI would take center stage. He added that commerce and retail media, sports, creators, measurement and the evolving agency model also command attention. "AI can make organizations faster, but speed only helps if the organization knows where it’s going," he noted. Many companies still operate with decision‑making structures and talent models built for a slower market, so the technology conversation is ahead of the operating‑model conversation.
Kassan reflected on the modern chief marketing officer’s role, describing it as one of the most complex C‑suite positions. "A good CMO is a translator who can speak to the CEO, CFO, CTO, creative teams and consumers, and who can ask better questions and build learning teams," he said.
On media consolidation, Kassan warned that successful acquisitions require more than cost savings. "A good acquisition needs a clear view of how the combined company will create more value for clients, customers, talent and shareholders," he said, emphasizing leadership alignment, cultural fit, a real integration plan and a focus on products, talent, data and strategy.
When asked how he would position a major TV network in a streaming‑heavy world, Kassan prioritized a stronger audience business. "Investing in franchises, live programming, sports, creators and formats that can move across streaming, social, live experiences and commerce is essential," he said.
Finally, Kassan outlined his view on launching a media or marketing company today. "The first priority is talent and a clear reason to exist. Technology matters, data matters, distribution matters, but great people make the critical choices about how those pieces come together," he concluded.
Published on June 24, 2026, the interview offers a snapshot of how a seasoned advisor sees AI reshaping media, marketing and advertising, and how 3C Ventures is positioning itself to help clients navigate the fast‑moving landscape.
